group assignment integrated marketing communication vinfast

Product/Service introduction.- Car manufacturing: The car brand has bought in technology and services fromGermany’s BMW, Italian design house Pininfarina, and supplier groups Bosch andSi

GROUP ASSIGNMENT

SUBJECT: MKT 304 INTEGRATED MARKETING COMMUNICATION

TABLE CONTENT

I Situation Analysis 2

• Background research (company introduction, product/service/idea introduction) 2

1.1 Company introduction 2

1.2 Product/Service introduction 2

• Brand position: product/service features and competitive advantage 3

1.3 Product / Service features 3

1.4 Competitive advantage 4

• SWOTs: strengths, weaknesses, opportunities, threats 4

● Strengths: 4

● Weakness: 5

● Opportunities: 5

● Threats: 5

• Key communication problem(s) to be solved 6

II/ Key Strategic Campaign Decisions 6

2.1 Objectives 6

2.2 Target audience 6

2.2.1 Group 1- Main target audience 6

2.2.2 Group2 - Business customers 8

2.2.3 Group 3 - KOL 8

2.2.4 Group 4 - Employees 9

III Message Strategy 9

• Key consumer insight 9

• Message objectives 9

• Big idea 9

• Message design and executions 10

IV Media strategy 10

V Other Marcom Tools Used in Support 14

• Public relations 14

• Direct marketing 15

• Internet marketing 15

• Sales promotion 16

• Personal selling 16

VI Campaign Management 17

• Budget allocation 17

• Evaluation of effectiveness 18

VII/ REFERENCES 19

• Background research (company introduction, product/service/idea introduction) 1.1 Company introduction.

- VinFast is a member company of Vingroup, one of the largest multi-industry privateeconomic groups in Asia With the philosophy of “Putting customers first”

- VinFast is always and constantly innovating to create high-class products andexcellent experiences for customers

- VinFast has quickly established a global presence, attracting the best talent fromaround the world and partnering with some of the most iconic brands in theAutomotive industry

1.2 Product/Service introduction.

- Car manufacturing: The car brand has bought in technology and services fromGermany’s BMW, Italian design house Pininfarina, and supplier groups Bosch andSiemens

- Example: About Vinfast products: Vinfast launches many diverse car models, bothgasoline-powered and electric cars For example, there are some gasoline-poweredvehicles such as:

+ VinFast Fadil: car line developed from Open Germany's Karl Rocks model+ VinFast LUX: includes SUV-VinFast SA2.0 and Sedan-VinFast LUX A2.0+ VinFast LUX V8- VinFast president: this is a car line positioned in thepopular car segment VinFast LUX

+ Electric cars: VF E34 VF E35 are SUVs in categories D and E

- Electric bus manufacturing: VinFast has signed two contracts on the supply oftechnology and spare parts for electric bus manufacturing with Siemens VietnamCompany The first line of electric buses is expected to debut in late 2019 (Reuters2018)

- Electric motorbike manufacturing: VinFast is committed to producing 500.000vehicles one a million e-scooters annually by 2025 (Autocar 2018) VinFast’s firstmodel of electric motorbike – Klara – is made in its factory in the Dinh VuEconomic Zone with technology from Bosch and batteries supplied by LG Chem

The e-scooters are expected to be available for consumers next year as a “warm-up”for VinFast electric vehicle production.

- Vinfast always aims to produce innovative, high-class products, especially theycooperate with large companies with international reputation such as: Pininfarina(design) BMW (technology, techniques, production methods) Magna Steyr and AVL(technical consulting and automobile manufacturing) Siemens (factory design,management and operation) Bosch (automotive components and technology).…Manufacturing cooperation The body of the tire is with Aapico Hitech of Thailand

• Brand position: product/service features and competitive advantage.

1.3 Product / Service features.

VinFast VF 8 - the new name of the VinFast VF e35 electric car, was officiallyannounced for sale globally on January 6, 2022 This is a mid-size D-class electric SUVmanufactured by VinFast, marking a new step in the strategy of becoming a pure electric carcompany from the end of 2022 Each VinFast Car has a double V-logo that means: VietNam, Vingroup, Vươn cao VinFast VF8 - VinFast electric car line belongs to the Class DSUV segment VF8 is designed by Pininfarina (Italy) The car is completely electric, so thetraditional grille is absent

Some basic parameters of VF8 such as:

- Run distance on a full charge (WLTP Standard): 2 battery versions: 460 Kmand 510 Km (Estimated target)

- Drive system: 2 Motors (Type 150 kW) All-wheel drive (AWD)

- Acceleration time from 0 to 100km/h: <5.5s (Estimated target)

VF8 is distributed with optional exterior colors: White, Silver, Grey, Red, Blue,Black, and Orange

Feature: ADAS (Advanced Driver Assistance Systems) is an advanced driverassistance system that allows the driver to drive without needing to manipulate and drivecontinuously while ensuring safety on all roads ADAS operates based on the system ofcameras and sensors equipped on the vehicle This system helps the driver reduce fatigueand stress while preventing the risk of collisions, traffic accidents, and injuries, especiallywhen on the road capable of detecting potential hazards and giving timely warnings.Accordingly, this system includes 24 features

Smart Service is a system of intelligent services that simultaneously integratesartificial intelligence (AI), cloud effects (lOT), huge data storage (big data), managementsupport, and store users' information, and helping customers have a convenient experiencewith many smart utilities.

1.4 Competitive advantage.

VinFast’s competitive edge is its low-cost, tech-heavy EVs The EV space is indeed

a competitive one, VinFast is up against Tesla and other EV makers around the world.While VinFast has cheaper offerings than Tesla and other leading brands, such as Porscheand Mercedes, VinFast has developed different and smart strategies It launched the plan ofrenting a battery so that customers can change it easily, which is a competitive strategy toimplement because the battery is an important and expensive component of EVs So far, nocompany in North America offers renting or exchanging

Good timing is also a factor The global fuel crisis has caused petrol prices to rise,making EVs more valuable Moreover, the chip market crisis is making cars scarce andexpensive in the US At the same time, the current policy of the US government alsoprioritizes environmental protection, including encouraging and funding EV use

• SWOTs: strengths, weaknesses, opportunities, and threats.

● Strengths:

○ VinFast takes advantage of the multi-industry ecosystem of VinGroup

○ Big capital

○ High quality human resources from all over the world

○ State-of-the-art technologies in partnership with iconic brands in theautomotive industry

○ Grasp technological know-how, own value chain

○ Global scale, especially as one of the largest multi-industry privatecorporations in Asia

○ High-class products, high quality, good prices, outstanding after-salesservice VF8 is designed with an impressive exterior, bold VinFast,minimalist interior, luxurious and safe Overall, it is rated well in terms ofquality compared to other cars in the same price segment

Customer-centric vision.

● Weakness:

○ Warranty and maintenance costs and unsatisfied customer service

○ The VF8 electric car does not have a clock screen, which leads to someinitial difficulties for users

○ Weaknesses about electric charging stations: not being able to charge whenit's raining or storming, users have to take their own initiative, in cases wherecharging schedules are full, customers have to give way to the person whobooked in advance, there is a limit on the number of charging stations

○ Backed and supported by the government

○ Domestic customers' support for the domestic auto industry

● Threats:

○ Legal issues: the government only wants to support sustainable transport buthas not really taken any action or policy for the manufacturing industry

○ The price of electric vehicles is higher than that of gasoline-powered cars due

to limited or expensive extraction materials

○ Infrastructure: toll stations are limited in number and construction progress isslow, charging stations…

○ The risk of electrical overload can increase up to 32%

Not a long-standing and prestigious brand in the field of automobilemanufacturing in Vietnam

○ Pressure to expand the market of foreign car brands

• Key communication problem(s) to be solved

The problem that needs to be resolved is about customer doubt As a newly born carbrand, in a short time it has become the largest electric car brand in Vietnam and mostrecently Vinfast has become the 3rd largest electric car brand in the world by capitalizationonly after the Tesla brand and BYD, this rapid development makes a certain portion ofcustomers doubt its reputation Another reason for this problem is that Vingroup'sbackground is not relevant to the technology field, so customers are worried about Vinfastproduction ability Recently, Vinfast has completely transformed into an electric car brand,customers have asked whether this electric car brand can exude the same quality, luxury, andclass characteristics as other gasoline car models

II/ Key Strategic Campaign Decisions

2.1 Objectives

Over the next 6 months, we set the following IMC goals:

- Awareness:

+ 85% of target audience know the brand

+ Achieve 75% of the target customers' VF8 awareness

- Interest:

+ Page visit: Reach 9 million page (website) view

+ Number of session per user: Reach 2.5 page/user

+ New account registrations: 3.000

+ Desire: 70% target audience like VF8

+ Purchasing: 40% of target customers go to conversion

2.2.1 Group 1- Main target audience

Portrait 1 Portrait 2Demographic - Age: From 27-32 years old

- Gender: Regardless of gender

- Income: From 50 million/ month or

more

- Marital status: Single / Married

- Age: 33-55 years old

- Gender: Men

- In come: From 55 million/month ormore

- Marital status: Single/ Married

Geographic Mostly in densely populated cities (Ho Chi

Minh, Hanoi, Da Nang, )

Mostly in densely populated cities (Ho ChiMinh, Hanoi, Da Nang, )

Psychographic - Interested in cars

- They prioritize car appearance,

technology

- Lower payment ability

- Prefer 4-seater cars

- They want a new, high-class car to

represent a change of pace in theirlife and show that they've reached apersonal milestone (show their selfworth)

- They appreciate the protective

environment, instead of usingcylinders, they use electricvehicles

- They want to show their self worth

Behavioral - Usage rate: medium to high (several days days/weeks).

- Price sensitivity: low to medium

- Brand loyalty: High

- Purchasing channel: cash, banking, e-wallet, online (website)

- Media usage: Facebook, Youtube, Google

- Seeking benefit: energy saving, environmental protection, fashion, trend, price, anddesign

2.2.2 Group2 - Business customers

- Warranty and shipping support

- There are promotions for customer

- Organize loyalty programs for old customers

- Organizing to improve the quality of after-sales services: installation and repairservices, user manuals, etc Convenience and quality contribute to attracting a largenumber of customers to the business and increasing the volume of products andgoods for consumption, increasing the revenue and profit of the enterprise

2.2.3 Group 3 - KOL

Offer some special benefits to celebrities to use their influence for media activities Forexample:

a/ Nguyen Tien Linh: The professional Vietnamese football player and has a great influence

on social networks such as Facebook, Instagram,

- Posting Frequency:

+ Facebook: 4-5 post/ week

+ Instagram: 4-5 post/ week

Employees working for Vin Fast as well as employees of VinGroup.

III Message Strategy

• Key consumer insight

- Growing environmental awareness: Consumers are increasingly aware ofenvironmental issues and the need for more sustainable transportation options

- Demand for electric vehicles: Interest in electric vehicles (EVs) is growing due totheir reduced environmental impact and lower fuel costs to operate, fuel costs areless volatile than gasoline

- Desire for excellence: Consumers are looking for high-quality, reliable andtechnologically advanced vehicles that match or exceed the performance oftraditional gasoline-powered vehicles

- Consumer engagement: Encourage consumers to consider the VF8 electric vehicle as

a responsible and high-performance choice

- Call to action: Motivate consumers to explore Vinfast's VF8 product line, test drivethe vehicles and consider them as a sustainable alternative

• Big idea

A powerful combination of technological advancement and environmentalresponsibility Vinfast VF8 represents electric excellence, showing that the future ofautomotive excellence lies in electric vehicles The message emphasizes that consumers candrive cars that not only deliver outstanding performance, but also contribute to a cleaner andmore sustainable future

• Message design and executions

Message design and execution must reflect key consumer insights, message goals,and big ideas This can be done through visual and narrative elements in marketingmaterials, including:

- Image: Using an image of the VF8 electric vehicle, highlight the vehicle's design,features and environmentally friendly aspects

- Sustainability: Demonstrates the environmentally friendly elements of the vehicle,such as low emissions, energy efficiency and reduced environmental impact

- Advanced Technology: Highlights the advanced technology and innovation of theVF8 electric vehicle

- Testimonials: Include customer testimonials or expert reviews that highlight theexcellence of VF8 and its contribution to a sustainable future

- Consistency: Ensure consistent messaging across all marketing channels, from TVads to online ads

- Demonstration: Consider offering a virtual or in-person test drive experience forconsumers to experience the excellence of the VF8

=> Message"ElectricExcellenceforaSustainableFuture"

PHASE 1 PHASE 2 PHASE 3

Time 1 month 1,5 month 2.5 monthObjective Creating Preference Increase Sales Corroborating

ProductMessageMessage What are the highlights of

VF8?

Increase Sales Corroborating Product

Promotion tools - Support Media

Detail - Design and LED screen

for the Poster of the VF8

car line

- Produce and upload VF8

TVC to Vinfast's media

sites

- Book major fanpages on

Facebook to post news

about outstanding events

of Vinfast

- Send emails to targetcustomers about the launch

of VF8

- Send emails + phone calls

to customers who havepreviously booked the VF8handover location and time

- Preferential giftprogram

- Post on FB fanpage & run

FB Ads for VF8 test driveregistration program

- Run FBAds & Youtube

- Customer appreciationprogram before Tet withdiscount vouchers for travel

- Organize product reviewminigames and receive giftsfrom Vinfast

- Send email notificationsabout minigames

- Gift giving program forcustomers introducingproducts

Ads for TVC ads.

- Appeared in magazines

- POP display and official sale at all Vinfast showrooms

- Post posters for all locations of Vinfat's auto showroomsystem in Vietnam and book Billboards in Ho Chi Minh andHanoi

- Organize events to display Vinfast VF8 electric cars atVincom shopping centers

- Update the VF8 car line to Vinfast's existing test driveregistration program

- Book KOLs to review VF8 before and after experiencingthe product

Book major and popular electronic newspapers to post

news about events, programs, and information about VF8

products

1/ PHASE 1: CREATE REFERENCES

a/ OUTDOOR ADVERTISING

Objective: Awaken Vietnamese people's pride and awareness of Vinfast when the national

brand is honored to appear at the busiest intersection in the world

Position: Appears on the LED screen outside the Thomson Reuters building, Times Square,

New York, USA Times Square is famous for being the busiest intersection in the world with

an average of more than 330,000 people passing through each day

Screen size: LED screen system larger than 700m2 surrounding the building

Media:

- Post about this special event on Vinfast Vietnam's FB fanpage

- Book posts on social networking fanpages: Yan News, "Maybe You MissedThisNews" about the above event

- Book articles on newspaper pages electronics in Vietnam: VnExpress, Tuoitreonline, ThanhNien posted news about the above event